Creative

Advertising / Creative / Strategy — 5 Comments
9
Mar 10

Palm Pre: hanging on for dear life

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

It would be tough for Palm CEO Jon Rubenstein to have nightmares scarier than his everyday reality. Under-budgeted and under-technologied, he must do battle with iPhone, BlackBerry and the League of Android.

Yet the show must go on. So the ad agency is tasked with somehow stirring up interest for the Palm Pre Plus, making enough noise to give this little fella a fighting chance. What would you do? Rhetorical question. But I’m pretty sure it wouldn’t be the above.

This ad, creatively entitled Features, is exactly that: a fairly dry list of features. This wisp of an idea is actually more of prayer: maybe, possibly, if we list enough distinguishing features, people will start lining up to buy this thing.

Sorry Palm, it doesn’t work that way. First, if these really are your best features, you might as well hang it up right now. Signature styling? Smart notifications? Integrated calendar view? An app that turns your phone into a mobile hot spot? Oh. Well that last one’s actually pretty cool. But a single shiny thing is hardly going to steal your quarry from the clutches of iPhone or Android. Second, creativity is your friend. At least it should be. You just made a movie with an email-sized idea.

This spot is further proof of something that hardly needs more proving: most companies do not take risks at times of crisis — even if that might be their best chance for recovery. They operate on logic. They play it safe when, more than anything, they need to capture people’s imaginations. There is no imagination-capturing going on here. Spots like this are born of rooms filled with nervous people.

Only a creative idea can command attention and change perceptions. Or, I should say, a creative idea with a budget that lets you play with the big boys. The more Palm churns out harmless ads like this, the farther into the hole they sink.

Advertising / Creative / Strategy — 17 Comments
8
Mar 10

iPad commercial ships early

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

iPad may not be shipping for another three weeks, but the commercial made a sooner-than-expected debut on the Oscars last night. After the mixed reactions to the product itself, it was interesting to see how Apple plans to present iPad to the masses.

First reaction here: not exactly shocked.

A little background first. Most who don’t see the big deal in iPad criticize it for being “just a bigger iPhone.” My personal opinion is that iPad is going to be a very big deal — because it’s “just a bigger iPhone.” The iPhone OS, multitouch and the App Store are the key ingredients for revolution. iPad delivers what was missing: a bigger screen and better processor. By doing this, it will liberate developers, revitalize the publishing industry and, for a great many people, make everyday uses of a computer happier.

So back to the commercial. I find it interesting that iPad’s commercial is, well … a bigger version of an iPhone commercial.

It’s basically the same shtick, amped up. We get more screens, more content, more uses, more fingers, all set to the same kind of soundtrack. Instead of being cradled by Mr. Hand, iPad is nestled in Mr. Lap.

It happens fast, so you need to watch it a few times to get the full range of what iPad can do. The truly curious may do this, but for most the message is simple: iPad can do a whole lot of cool stuff. That may well be enough, since the buzz is what’s going to sell this thing in big numbers — as soon as the influencers start getting it in their hands.

As a believer, though, this spot leaves me with the same lament I had after the iPad launch. I love the product, but Apple’s telling of the tale doesn’t feel big enough yet. I was hoping this commercial would breathe some fire into it. Maybe that’s in the next one.

Don’t get me wrong, I still believe iPad is another revolutionary device, on the same level with iPod and iPhone. I still believe the critics will end up feeling a bit foolish. For the moment, though, this revolution remains fairly well disguised.

Creative / Naming / Observatory — 8 Comments
4
Mar 10

Vivaz arrives: beware, miscreants!

Sony-Ericsson is about to ship their newest entry into the smartphone market — a Symbian-based little fella.

Not sure about the phone yet, but clearly S-E senses a pending attack by the world’s copyright infringement community. That moniker is sporting as horsey a TM as I’ve ever seen in my life.

Hint to Sony: there’s no legal requirement that your TM be visible from across the room. And with a name like Vivaz … well, I think it’s safe to go on low-alert with this one.

Advertising / Creative — 5 Comments
8
Feb 10

Ad Bowl 2010: lowering the bar

Man, being an optimist is getting depressing. Every year, I’m filled with hope that creativity is about to make its big Super Bowl comeback. And every year, I go away feeling thoroughly unfulfilled. Not that there weren’t a couple of highlights. Here are my reactions, and I’ll be curious to hear yours.

Best spot: Google. Some have seen these Search On things before, but this is the first mass exposure. I’ll tell you, it’s a thing of beauty when a spot you could produce in your bedroom outperforms the biggest Super Bowl productions. The spot is charmingly human without showing a single face, outlining a love story through multiple Google searches. How many advertisers can keep their logo on the screen for 90% of a spot without annoying the hell out of us?

Biggest fall from grace: Intel. Well, I gushed profusely when Intel finally did something great a few months ago. And what do I get in return? A two-course serving of disappointment. First, an unfunny commercial featuring cheesy acting and a silly forlorn robot. Then a horribly conceived online contest: What Is Your Core Moment?  Here, we’re invited to share a “pivotal Core Moment” in our life to celebrate the “life-changing speed and smart performance” of the 2010 Intel Core Processor family. Gag me. “Smart computing is here,” the site proclaims, in the total absence of a smart message. I should have known Intel’s marketing DNA would drag them down in the end.

Most appealing to the beer crowd: Bud Light. Varying degrees of success for these guys, though that’s to be expected when you buy up half the ad slots. Holy cow, there were a lot of these things. I’m just thankful that someone out there is teaching our children that valuable life lesson: beer = wildly fun times.

Least differentiated beer: Budweiser. Their Human Bridge spot was actually very entertaining. I’m a sucker for a well-done “cast of thousands” spot, like the Cliq ad I cited a while back. But I do have to ask: ad-wise, what’s the difference between Bud and Bud Light again? If they stuck a Bud Light logo at the end of this spot, it would have worked just as well.

Most Pant-less People: Career Builder & Dockers. It’s a tie. I didn’t have the patience to count. Not only did Casual Friday and Wear No Pants have a similar visual joke (a lowbrow joke, I should add), they ran in succession. Does CBS give refunds?

Best celebrity: Coca-Cola. Using a celebrity is always an iffy thing. Homer & friends have a different kind of celebrity. The Simpsons spot was a great way to suck us in without turning us off. Coke’s mission was to come across as a really fun brand, and they did. Another Coke spot, Sleepwalker, was interesting as well. Nice music, cool idea.

Most unexpected: Cars.com. What better way to empathize with us ordinary folk who can’t quite figure out the whole “car buying” thing than to tell the tale of Timothy Richmond. This is a great example of an intelligently crafted ad that captures a human truth. And for cars.com? Didn’t see that one coming.

Biggest embarrassment: GoDaddy. Aren’t we a little past the pre-pubescent humor yet? If you did as you were told and went to the website to see the “too hot for TV” version (I went for research purposes only), you were treated to an even more deeply embarrassing video. Lame, lame, lame.

Biggest dinosaur: Homeaway.com. The problem with bringing back people who were really big 20 years ago is that they’re 20 years older now. He may have been cheap, but Chevy Chase doesn’t exactly have his edge anymore. I’m pretty sure you could get him really cheap after this one.

Most done to death: E-Trade. The talking babies were back. If one baby is funny, four or five have to be even funnier, right? Personally, I’m sick to death of talking babies. After all the TV commercials that have used this trick (for different companies, no less), a couple of movies and a failed TV series, it’s time for these babies to retire. Please? At least do a better job with the effects and syncing.

Worst non-ad moment: The Who. Roger, Pete… I love you and all, but it might be time to consider, uh, you know…  Note to Super Bowl producers: it’s cool that some big names will happily perform for free to get the exposure, but you’d probably do better if you actually paid someone. Don’t tell me you don’t have the cash.

The drama of the Super Bowl is that there can only be one winner. The Ad Bowl has room for infinite winners. But year after year, we prove that creativity is something money can’t buy.

Advertising / Creative / Strategy — 3 Comments
14
Jan 10

Seeing things that aren’t there

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

Let’s take a break from all this technology nonsense, shall we? This commercial from Canada is two years old. But I know of no spot that better makes the point: there’s always an idea hiding in there somewhere.

Every day, a thousand creative people turn to their partners and say, “let’s turn that idea on its head.” In this case, they only had to go 45 degrees. Suddenly Shreddies were cool, sales were going up and the creative team got to bask in a little glory. At least I hope they did.

What I love most about this campaign is that it took guts. The client actually had to get the company behind the idea of changing their packaging — in essence, to serve as the punchline for the joke. How many clients would be willing to stick out their necks like that?

Google around and you’ll find other bits of this campaign, like this one — which introduces the equally amusing combo pack.

Advertising / Creative / Strategy — 17 Comments
4
Jan 10

When good jokes go bad

3mic

Anyone can have a joke fall flat at a party. It takes some real effort to flop on a global scale.

Yet for every campaign that has just the right kind of humor to succeed (like Apple’s Mac vs. PC), there seem to be a dozen dismal flops (like Microsoft’s Bill & Jerry).

You can analyze that to death — and some clients do — but what it boils down to is this: humor is just so damn subjective. Your brilliant bit of comedy may not seem quite so brilliant to the client, the focus group or even the director you fought so valiantly to sign. There’s also a far more horrifying possibility: your idea may not be as brilliant as you think. Hey, it happens. It’s not like the greatest creatives in our business haven’t made some colossal misjudgments.

Whatever. I was only thinking about this because I was struck by a series of videos that came my way before the holiday break. They make an interesting point about scoring with humor — regardless of the size of the budget. Some PC fanboy created his own satire of the Mac vs. PC spots, making PC the hero. Here’s an example:

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

Yes, it’s a total rip-off of the Apple spots. But you know what? This actually makes a better anti-Apple case than anything I’ve seen Microsoft do in the last year. With humor, it points out the fallacy of Apple’s argument (at least the fallacy from PC’s point of view). It amplifies some things people are already willing to believe about Apple. And, as Apple demonstrates daily, the intelligent use of humor makes it possible to deliver a brutally competitive message while remaining perfectly lovable.

I don’t suggest that Microsoft just rip off their competitor’s campaign. (Although they already directly acknowledge Apple’s campaign in their marketing, with little elegance.) My point is that humor, based on insight and intelligence, is an incredibly effective tool. It’s just that humor, insight and intelligence don’t often travel together.

(If you’re interested you can see a couple more of these PC-centric YouTube satires here and here.)

Advertising / Creative / Strategy — 5 Comments
9
Dec 09

AT&T takes Verizon head-on

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

Droid vs. iPhone. Verizon vs. AT&T. To the spectators’ delight, we have a war on two fronts. And now we have AT&T lobbing a new grenade over the fence.

But first, a recap:

Apple planted the seed for this fight when they chose AT&T as iPhone’s exclusive carrier in the US. That put the nation’s most loved phone on the nation’s least loved network. It also gave Verizon an opening, assuming they might one day find another hot phone to hawk — which they did in Droid.

Then the fun started. Verizon slapped AT&T with its “there’s a map for that” stuff. They got silly with misfit toys. AT&T threw half a punch back with some lame Luke Wilson spots. Apple tried to speak rationally about the differences between networks while Droid burst in chainsawing bananas.

After whining to the courts and getting nowhere (Judge Droid?), AT&T is back at it with this new Luke Wilson spot. Creatively, it’s fairly harmless. But it’s all part of the chess game, and that’s what makes it fun to watch. (War, boxing, chess — have I exceeded the metaphor limit yet?)

To their credit, AT&T is presenting a simple argument: we’ve got a faster network. (It’s actually more clear than Apple’s attempted Verizon-bashing.) Verizon has their simple argument: we’ve got a bigger network. That would be a tough choice for most people.

So who wins the big fight? Nobody. And who wins the customer? AT&T. Because when the heavyweight match ends in a draw, all you can do is go with the best phone. And you know what that is.

Advertising / Creative / Strategy — 11 Comments
7
Dec 09

Droid plays the testosterone card

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

Enough of the teasers. The first real ad in the Droid assault is now among us. And assault turns out to be a pretty good descriptor — because everything about this spot is amped to extremes, from strategy and script to images and editing.

What this effort probably needed most, however, was some adult supervision.

Every agency wants to start with the most unexpected, out-there ideas. Nothing’s taboo. The theory is that you can always pull creative back, but you can’t amplify something that isn’t there. But then you start developing. And when you’re about to enter the world’s hottest category, battling the much-loved iPhone, risking market share and millions of dollars, you’d think that some responsible person might have politely raised a hand and said: “are you nuts?”

It’s as if the agency, followed by Verizon, Google and Motorola, developed this ad in an alternate reality —  where design doesn’t matter, women want to be men and writers are paid by the adjective. What we get is a whole fleet of runaway trains.

It’s a male-only strategy in a category that’s 50% female. It’s a spot that attacks iPhone for the very reason it’s succeeded — great design. It’s a script that is so desperately cool, it’s juvenile. Worst of all, it’s a launch that presents a smartphone without any smart — offering no benefit other than speed. In that sense, it’s actually less of an ad than the teaser was.

I’m all for chipping away at iPhone’s armor. But allowing your inner pubescent to attack iPhone as “a tiara-wearing, digitally clueless beauty queen” or “a precious porcelain figurine of a phone” reveals a disturbing cluelessness.

It’s hard to imagine any woman outside of the WWE who’d appreciate this ultra-male tone. At the DroidDoes.com website, the slide continues: we get mechanical design presented by a flesh-and-blood android so smarmy, you want to slap him. (Extra points for integration!)

The good news for Droid is, misguided marketing isn’t always fatal. Maybe the device will sell well by its own merits and the superiority of the Verizon network. Who knows, maybe Droid will ultimately cut through iPhone’s lead “like a circular saw through a ripe banana.”

Advertising / Creative / Strategy — 16 Comments
25
Nov 09

Apple gets a little tetchy

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

Uh oh. I’m sensing a disturbance in The Force.

This is one of two new spots that just started running for iPhone. Both are doing something iPhone has never done before: they’re responding to an alarm. It seems that Verizon is scoring points with their relentless pounding of the widely disliked AT&T network, and it’s getting hard to ignore.

These commercials put up a decent defense but, unsurprisingly, they feel a bit defensive.

The network vs. network argument is actually a distraction for Apple. Because when they talk about the network, they stop talking about their truly monstrous advantage — 100,000 apps. They’re reduced to claiming simultaneous voice and data capability. In this sub-debate, whose advantage would you really prefer? Apple’s simultaneous thing, or Verizon’s vastly larger network that doesn’t drop calls?

Both of the new iPhone spots give us examples of AT&T’s “superiority,” then deliver the punch line: Can your phone and your network do that? The challenging, inelegant tone actually feels more like Verizon than Apple.

To be honest, I find it odd that Apple is even suiting up for this fight. The crummy network is AT&T’s fault. If the ship is springing a few leaks, I’d expect Apple to fire off a note to AT&T: “If you really love me, you’ll go beat up Verizon for me.” Who knows, maybe they’ve gone back and forth on that one.

Whatever their mission, Apple’s creative standards can’t be compromised. If they feel it’s important to go toe-to-toe with Verizon on the network issue, they have to find an Apple-like way to do that. They’ve pummeled their foe masterfully in the Mac vs. PC campaign. Surely they can find a way to slap Verizon around — and entertain us along the way.

Advertising / Creative / Naming — 16 Comments
12
Nov 09

Nokia scares up some interest

Latest contender for a chunk of iPhone’s share-of-mind: the Nokia N900 running Maemo software. (Don’t get me started on the naming.)

Nokia has created a video that’s dark and twisted enough that you feel slightly deranged for enjoying it. If you enjoy it, that is. I suspect the reactions will range from “hate it with a passion” to “greatest video ever.”

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

Personally, I like it. In that deranged kind of way. It’s unexpected, well-produced and fun. I went from bored to “huh?” to holy cow in the span of two minutes — then I went back for more. I love the moody hum, the quick cuts, the glitchy video, the casting/acting, the sheer shock of it, the gritty reality. Never did I imagine I’d see creative brilliance in a neck brace.

Love it or hate it, give Nokia credit for being fearless. We ad guys are forever whining that our clients won’t take a risk, and here’s a client who actually took one.

What’s most interesting to me is how the players have switched positions in this market. Apple, leading in presence if not market share, suddenly finds itself in the ubiquitous PC role — while the Nokias of the world get to play the feisty Apple-like challenger. In this upside-down world, Apple amuses us with mass-friendly, non-daring iPhone commercials, and the upstarts reach deep into the creative well trying to gain traction.

Does that mean Nokia’s creativity will make a dent in iPhone’s armor? Well … let’s not get carried away here. There are 100,000 reasons — the iPhone apps — why Apple will hold onto its lofty position.

Also, one teaser does not a campaign make. Searching the web, including Nokia’s site, I don’t see anything that syncs up with this concept. Who knows what the real marketing plan is. But I do think Nokia deserves kudos for getting creative and taking us to a new place. Even if this particular place is dark, dangerous and a bit disturbing…

Update 11:14am 11.18.09. Thanks to Cat for providing the following credits: Agency – Jack Morton Worldwide; Director – David Masters; Producer – Michael Richards; Original Concept – Matt McConaghy; DOP – Adam Hall; Editing House – Bravo Post Production; Editor – Brin; Post Production – The Mill; Post Production Producer – Luke Colson; CG Artists – Fabrice Le Nezet, Francois Roisin and Jules Janaud; Sound Production – Fitzrovia Post Production.

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